Technology State Minister Kanaka Herath pointed out that Sri Lanka’s digital revolution is in full swing, with mobile phone penetration now exceeding 150 per cent and internet usage skyrocketing to 52 per cent.
However, the marketers are lagging behind, with a meagre 21 per cent of marketing budgets allocated to digital platforms.
He made these remarks while speaking at the Chartered Institute of Marketing’s (CIM) CXO conference in Colombo recently,
Herath urged the marketers to embrace the digital wave or otherwise they may face the risk of being swept away.
“Our people are getting digitally savvy,” he declared.
While highlighting the growing adoption of social media and e-commerce across Sri Lanka he questioned whether our marketers are with the trend.
He further added that Sri Lanka’s marketing landscape remains heavily skewed towards traditional channels, with a staggering 79 per cent of budgets still devoted to print, television, and outdoor advertising. This gap, he warned, is hindering Sri Lankan businesses from reaching their full potential in the global marketplace.
“The world has gone digital, Digital marketing is no longer just a fad; it’s the new reality. We need to make a paradigm shift, and we need to do it now,” Herath emphasized.
He outlined the government’s ambitious DIGIECON 2030 plan, which aims to propel the island nation’s digital economy to US$15 billion by 2030, up from $4.3 billion in 2023.
The DIGIECON 2030 plan rests on six key pillars, including nationwide broadband access, a skilled digital workforce, secure digital government services, robust cybersecurity measures, support for small businesses and digital payments, and data-driven agriculture and tourism.
However, realizing this ambitious vision requires a skilled workforce equipped to navigate the ever-evolving digital landscape.
State Minister Herath requested CIM, urging the institute to collaborate with the ICT industry to equip Sri Lankan youth with the necessary digital marketing skills.
“Digital platforms have permeated every facet of marketing, demanding a level of diversification in skills unlike anything the profession has seen before,” he added.
He pointed out that many marketers still lack the expertise to keep pace with the latest digital trends and tools, hindering their ability to effectively reach and engage consumers in the online space.
Sri Lanka’s digital future is bright, but it hinges on a critical shift in mindset and strategy. As Herath noted, vision without action is just a dream.
“It is now up to Sri Lankan marketers to translate their vision into reality, embracing the digital wave and propelling the nation’s businesses to the forefront of the global marketplace,” he added.
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